DOCSLIB.ORG

The Rule of Persuasion in the Marketing Process

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
The Rule of Persuasion in the Marketing Process Psychology and Behavioral Science International Journal ISSN 2474-7688 Research Article Psychol Behav Sci Int J Volume 9 Issue 5 - September 2018 Copyright © All rights are reserved by Francesco Greco DOI: 10.19080/PBSIJ.2018.09.555775 The Rule of Persuasion in the Marketing Process Francesco Greco* University of Niccolò Cusano, Italy Submission: June 01, 2018; Published: September 27, 2018 *Corresponding author: Francesco Greco, University of Niccolò Cusano, Italy, Email: Abstract some objective norm or to some universal law. Sometimes the wishes and choices of purchase of persons are predictable, sometimes are not. If The main goal of the article is to bring forward the idea of abandon definitively the concept that all purchases are rational, with reference to The people, either as individual consumers, that as corporate decision makers, express, in their behavior, the entire human nature, in which replaces,the field of often, consumption a slope of wasirrationality. dominated Transferring by the laws these of rationality, concepts wein marketing, would not itneed can tobe have argued recourse that if toit is the possible cognitive to understandanalysis or thewhat paradox. causes voltage to a subject, you will be able to identify potential levers of purchasing, as this voltage is produced by stimuli that can be addressed in the search for a product or a service. Keywords: Advertising communication; Change cognitive behavioral; Theory of reasoned action; Principle of coherence; Cognitive dissonance theory of cognitive response; Competitive strategies on brand; Paradox of Allais and the theory of the Prospect by Tversky and Kahneman Introduction marketing must then take note of these phenomena and offer The study of consumers is a challenge that always affects the individuals/consumers, what can help them to express their own marketing. Identify and satisfy his desires, understand how he identity. perceives and considers the messages of the company is of vital importance for businesses [1]. To understand the consumer, it Morace says that “the identity of each one and its relative is necessary to analyses the reality that surrounds them and expression, you play and then through a delicate balance between understand how they relate to it. In recent years we have witnessed membership of a collective heritage (the community culture of profound changes that have affected society and its natural origin, the family group) and expression of an individual character balance. The economic crisis and the dynamics of the web have which however tends to distinguish personal.1 “. Consumers today distorted the values of society and consequently the marketing 2 and at the respond in a consistent and effective manner to new scenarios. are looking for in products the affirmation of identity is trying to redefine the boundaries of their own discipline to same time, the brand, through their positioning seek to define The successful policies of the past must be rebuilding in today’s [3]. reality and operating manuals of marketing must therefore adapt their own identity, as a set of specific values to offer to consumers In a communicative context articulated and complex, to the new market dynamics [2]. Every day we are surrounded by symbols, images and to persuade. The large amount of information that comes to characterized by a media crowding becomes increasingly difficult messages of which only a very small minority able to go beyond our senses requires an inevitable selection. One of the main our perceptual barriers and arouse our interest. This surplus of requirements of the communicators and experts of marketing culture, joined to the fragmentation of the experience and of the is, in fact, be able to attract the attention and to arouse interest very sense of self, understood as the membership of an individual of a public that is increasingly aware. The attention of the public to more social spheres and meaning (relegated not to a single is not an unlimited resource. It is simply not enough to put on style of life or to a single identity) reveals one of the most relevant the stage a product or a message because this is perceived [4]. concepts that distinguish the company today: the problem of Our way of processing the information, in fact, responds to the identity building due to fragmentation of the individual. The principle of maximum energy savings3. Generally, the information 1(Morace, 2004). 2(Bauman, 2007) 3(According to the principle of the economic viability of the attention cited from Davenport and Beck,2001) Psychol Behav Sci Int J 9(5): PBSIJ.MS.ID.555775 (2018) 001 Psychology and Behavioral Science International Journal more easily perceived are those adapted- if those who agree equilibrium [8]. The pulse becomes motive of purchase in the with our stereotypes, those that coincide with a scheme already moment when the perception that the purchase can become the consolidated in our memory. This selective mechanism is only as instrument of resolving the problem. strong as lower is the degree of involvement in the selection or in Sometimes the wishes and choices of purchase of persons are the evaluationTo make it ofeven a specific more complex message. the work of communicators is dominated by the laws of rationality, we would not need to have predictable, sometimes are not. If the field of consumption was the awareness that the message received is not always properly recourse to the cognitive analysis or the paradox [9]. The people, understood and interpreted. Various studies have shown that either as individual consumers, that as corporate decision makers, not always the intentions of the communicator are educated, and express, in their behavior, the entire human nature, in which including, from your reference target. This applies especially if replaces, often, a slope of irrationality. your target group has characteristics such as for example children Types of change and advertising communication [5]. A research carried out several years ago shows that only 50% of preschool children can understand at least half of the Before entering the merits of the technical aspects need to television material shown, despite such material was considered appropriate for children. 4 communication. The simplest of the objectives of advertising dwell briefly on the various functions that has the advertising communication is to make available the information and try to The same problem is also seen in the programming process. determine a cognitive change [10]. The cognitive change does The ratio between the product object of the message and what not necessarily entail a change of behavioral consists in the mere should be remembered is not linear and direct. The risk of who transmission of information. is responsible for creating competitive traps is not only to make it incomprehensible the sense of communication but also to In this case the main purpose of the process is persuasive facilitate the storage of some aspects less imported of the message is to create awareness and knowledge, providing only adequate itself. How many times did you have stored a nice publicity or information. A different objective is the change of action, namely abutment fun or an aspect which is particularly effective in one spot without remind you of the most important aspect of the to induce a certain number of people to perform a specific action message: the product? with respect to the previous one. So that there is a change of within a specified period. This is a change more difficult to achieve action is not enough understanding of the message and the receipt The present chapter has as objective to analyze the reactions of information: we need to provide adequate information and when you want to get something from someone, sometimes effective grounds on which individuals will be forced to perform a it is necessary to adopt paradoxical behavior; this incipit not operation of marketing, especially in the context of the relations specificEven action more [11]. complex is the declared objective of behavioral surprising because the paradox recurs frequently in defining the between the supplier and the customer [6]. behaviour of a group of people that have or less an attitude- chin change that consists in inducing a modification permanent of the Transferring these concepts in the arena of marketing, it can be favorable toward it. It is a process very complex that invokes the argued that if it is possible to understand what causes voltage to a report (non-linear) between attitude and behavior [12]. One of subject, you will be able to identify potential levers of purchasing, as this voltage is produced by stimuli that can be addressed in the process effectively persuasive is precisely since the change of the main difficulties in the implementation of the communication search for a product or a service. Therefore, research and study of an attitude toward a practice does not necessarily correspond to a change of behaviour. The information on some products or latent needs or poorly satisfied allows to open great opportunities situations are not enough to determine a behaviour. can understand what causes voltage to an enterprise buyer, you to marketing [7]. Also, in the field of business to business, if you will be able to identify the motivational levers of the acquiring Just think of all those times in which was not free respect company, and accordingly adjust the offer. their own attitudes for fear of social evaluation. In this case we have attitudes that do not match the behaviour and conversely. In the more advanced models of marketing, the process of the The theory of reasoned action of Fishbein and Ajzen5 indicates, purchase must necessarily be compared with that of motivation. in fact, that the behaviour of a person depends, apart from the And that is what are the factors that drive the individual to attitude (i.e.
Load more

Recommended publications
  • Service Loyalty
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE T he research reg ister for th is journ al is available at T h e cu rren t issue and fu ll tex t arch ive of this jou rn al is aprovidedv ailab le byat OAR@UM http://www.emeraldinsight.com/researchregisters http://www.emeraldinsight.com/0309-0566.htm Service Service loyalty loyalty The effectsof service quality and the mediatingrole of customer satisfaction AlbertCaruana 811 Centre forCommunication Technology,University of Malta, ReceivedOctober 1999 Msida,Malta RevisedMay 2000; October2000 Keywords Loyalty,Service quality, Customer satisfaction, Banking Abstract Serviceloyalty, with its final effect on repurchasing bycustomers, appears tohave receivedrelatively little attention.This study starts by first delineating theconcept ofservice loyaltyand proceeds to distinguish between service quality and customer satisfaction. A mediationalmodel that links servicequality to service loyalty via customer satisfaction is proposed.Appropriate measuresare identifiedand a postalsurvey is undertaken among1,000 retail banking customers.A response rate of20.5 per cent isobtained. Results indicate that customersatisfaction does play amediatingrole in theeffect ofservice quality on serviceloyalty. Theeffects of a number ofdemographic indicators on serviceloyalty are alsoreported. Implicationsare discussed,limitations of the study are notedand possible areas for further research are indicated. Introduction Service loyalty,with its final effect onrepurchasing by customers, is perhaps oneof the most importantconstructs in services marketing.Indeed, loyal customers thatindulge in repeat purchases are the bedrock of any business. Oneofthemore obvious questions relates tothe demographic characteristics of loyal customers,whether any such variables are more salient thanothers and howthese canbe usedfor segmentation purposes (e.g.
    [Show full text]
  • M.Com. 118 Consumer Behaviour and Services Marketing
    M.Com. 118 Consumer Behaviour and Services Marketing Unit Unit Title Content No. 1 Consumer Behaviour Meaning and Definition of Consumer Behaviour. Need and Advantages to Study Consumer Behaviour. Models of Consumer Behaviour Economic, Learning, Sociological and Psychological Models and other relevant Models. 2 Consumer Motivation. Introduction, needs, objectives and Scope of Consumer Motivation. Overcoming Problems of Motivational Conflict. Defence Mechanism. Motive arousal, Motivational theories 3 Consumer Personality: Consumer attitudes, beliefs, feelings and Behaviour Learning Memory and Consumer Learning attitudes and components of learning Involvement Memory system, memory process, concept of involvement, dimensions of involvement 4 Cultural and Social Characteristics of Culture, values, sub cultures, cross cultural and multi-cultural influences on Consumer Behaviour. Influences on Social Class and Group influences on Consumer Behaviour with regard to money and other status symbols, conformity to Consumer Behaviour group norms behaviour and Influence, family life influences, standard of life and living Influences. 5 Introduction to Services Meaning, Definition and Characteristics of Services, Types of Services, Core and Augmented Services, Difference between goods and Services, Relevance, changes and trends in the present growing service sector. 6 Designing Suitable Designing of Services Mix with reference to Product and Price: Service Development Strategies, The Service Delivery Services Marketing Process, Pricing of Services,
    [Show full text]
  • Services Marketing
    NUS BUSINESS SCHOOL NATIONAL UNIVERSITY OF SINGAPORE Course Outline BZ3612 - Services Marketing Instructor: A/P Jochen Wirtz, Ph.D. Office: BIZ 2 #03-08 Telephone: +65-6874-3656 Email: [email protected] IVLE: http://ivle.nus.edu.sg/workspace/search/template.asp?courseid=BZ3612_JW Table of Contents A. Course Objectives, Expectations & Assessment................................................................................... 2 B. Time Table ............................................................................................................................................ 3 C. Overview – Assignments ....................................................................................................................... 4 D. Outline of Lectures and Readings ........................................................................................................ 5 E. Case & Group Presentation Questions................................................................................................. 9 F. Guidelines for Group Presentations ................................................................................................... 13 G. Guidelines for Individual Assignments............................................................................................... 14 H. Required Text & Supplementary Readings ....................................................................................... 16 I. Assessment Forms ..............................................................................................................................
    [Show full text]
  • An Analysis of Market Development Strategy of a Point·Of·Sale Solutions Provider's Market Research Database
    AN ANALYSIS OF MARKET DEVELOPMENT STRATEGY OF A POINT·OF·SALE SOLUTIONS PROVIDER'S MARKET RESEARCH DATABASE by Ahmed H. Medina PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION In the Faculty of Business Administration Management of Technology Program © Ahmed H. Medina 2007 SIMON FRASER UNIVERSITY Summer 2007 All rights reserved. This work may not be reproduced in whole or in part, by photocopy or other means, without permission of the author. APPROVAL Name: Ahmed H. Medina Degree: Master of Business Administration Title of Project: AN ANALYSIS Of MARKET DEVELOPMENT STRATEGY Of A POINT-Of-SALE SOLUTIONS PROVIDER'S MARKET RESEARCH DATABASE Supervisory Committee: Dr. Michael Brydon Senior Supervisor Faculty of Business Administration Dr. Jan Kietzmann Instructor Date Approved: Ap(\ I ~O, JOol II SIMON FRASER UNIVERSITY LIBRARY Declaration of Partial Copyright Licence The author, whose copyright is declared on the title page of this work, has granted to Simon Fraser University the right to lend this thesis, project or extended essay to users of the Simon Fraser University Library. and to make partial or single copies only for such users or in response to a request from the library of any other university, or other educational institution, on its own behalf or for one of its users. The author has further granted permission to Simon Fraser University to keep or make a digital copy for use in its circulating collection (currently available to the public at the "Institutional Repository" link- of the SFU Library website <www.lib.sfu.ca> at: <http://ir.lib.sfu.ca/handle/1892/112>)and,withoutchangingthecontent.to translate the thesis/project or extended essays, if technically possible, to any medium or format for the purpose of preservation of the digital work.
    [Show full text]
  • Corporate Communication & Marketing(202)
    Corporate Communication & Marketing(202) UNIT – 1 Introduction to Corporate Communication Corporate communication is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable point of view among stakeholders on which the company depends.[1] It is the messages issued by a corporate organization, body, or institute to its audiences, such as employees, media, channel partners and the general public. Organizations aim to communicate the same message to all its stakeholders, to transmit coherence, credibility and ethic. Corporate Communications help organizations explain their mission, combine its many visions and values into a cohesive message to stakeholders. The concept of corporate communication could be seen as an integrative communication structure linking stakeholders to the organization. Methods and tactics Three principal clusters of task-planning and communication form the backbone of business and the activity of business organizations. These include management communication, marketing communication, and organizational communication. • Management communication takes place between management and its internal and external audiences. To support management communication, organizations rely heavily on specialists in marketing communication and organizational communication.[citation needed] • Marketing communication gets the bulk of the budgets in most organizations, and consists of product advertising, direct mail, personal selling, and sponsorship activities. • Organizational
    [Show full text]
  • Pricing Strategies for Services
    Pricing Strategies for Services "Name Your Own Price" with Priceline.com Priceline.com was launched in 1998 to give customers some leverage William Shatner (best known for his role of Captain Kirk in Star Trek), in purchasing a variety of services.1 Using the slogan, "Name Your Priceline soon became one of the most widely recognized brand Own Price," the Internet-based company invited price-conscious con­ names in e-commerce. sumers to make offers for services such as airline tickets, hotel rooms, But in spite of Priceline's promising start, things began to go rental cars, long-distance phone service, and mortgages. In addition to wrong in 2000. Instead of taking a markup on the inventory that it helping customers save money, Priceline offered sellers an opportunity held and resold, Priceline sometimes found itself selling rooms, tick­ to generate incremental revenue without disrupting their existing dis­ ets, and even gasoline at prices below its own cost. There was a tribution channels or retail pricing structures. growing number of complaints, ranging from hidden airline charges Priceline termed its approach a demand collection system. to shabby hotel facilities; consumer dissatisfaction was compounded Through its Web site, the firm collected consumer demand (in the form by poor customer service, eventually leading to an investigation by of individual bids guaranteed by a credit card) for a particular service the attorney general in the company's home state of Connecticut at prices set by those customers. It then communicated that demand and expulsion from the local Better Business Bureau. The company's directly to participating sellers or to their private databases.
    [Show full text]
  • SERVQUAL and SERVPERF: a Review of Measures in Services Marketing Research by Mohd
    Global Journal of Management and Business Research Marketing Volume 13 Issue 6 Version 1.0 Year 2013 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853 SERVQUAL and SERVPERF: A Review of Measures in Services Marketing Research By Mohd. Adil, Dr. Odai Falah Mohammad Al Ghaswyneh & Alaa Musallam Albkour Aligarh Muslim University, Aligarh, India Abstract - In India, the service sector has assumed greater economic importance over the past decade and enjoys the largest share in GDP. Banking and financial services, being an important part of service sector, are facing critical challenges to compete with the international players while satisfying customers by offering quality services. As delivering quality service to customers is a must for success, it needs to be continuously evaluated. Extant literature on the subject supports the contention that SERVQUAL and SERVPERF are the two most prominent scales forming the genesis for service quality assessment in different service sectors. Present paper attempts to present a review of the above mentioned two scales in an elucidative, concise and thoroughly documented manner. It also tries to posit the best approach of evaluating service quality in a more efficient and valid method for marketing managers/researchers in Indian context. Keywords : SERVQUAL, SERVPERF, service quality, scale, India. GJMBR-E Classification : JEL Code: M00, M31 SERVQUALandSERVPERFAReviewofMeasuresinServicesMarketingResearch Strictly as per the compliance and regulations of: © 2013. Mohd. Adil, Dr. Odai Falah Mohammad Al Ghaswyneh & Alaa Musallam Albkour. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
    [Show full text]
  • Services Branding Strategies: Using Corporate Branding to Market Educational Institutions
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by ResearchOnline@ND The University of Notre Dame Australia ResearchOnline@ND Business Conference Papers School of Business 7-2008 Services Branding Strategies: Using Corporate Branding to Market Educational Institutions Joo-Gim Heaney University of Notre Dame Australia, [email protected] Michael Heaney Follow this and additional works at: https://researchonline.nd.edu.au/bus_conference Part of the Business Commons This conference paper was originally published as: Heaney, J., & Heaney, M. (2008). Services Branding Strategies: Using Corporate Branding to Market Educational Institutions. Academy of World Business, Marketing and Mangement Development Conference. This conference paper is posted on ResearchOnline@ND at https://researchonline.nd.edu.au/bus_conference/1. For more information, please contact [email protected]. Academy of World Business, Marketing & Management Development Volume 3 No. 1, July 2008 Conference Proceedings SERVICES BRANDING STRATEGIES: USING CORPORATE BRANDING TO MARKET EDUCATIONAL INSTITUTIONS Joo-Gim Heaney The University of Notre Dame Australia, Sydney Michael F Heaney The Cranbrook School, Sydney ABSTRACT Corporate Branding has been suggested as an appropriate branding strategy for branding services as opposed to service product branding (Dall’Olmo Riley and de Chernatony, 2000). As corporate branding takes into account the perspectives of various stakeholders associated with the organization, this concept then becomes a crucial strategy when branding and marketing educational institutions. This paper provides an important theoretical contribution to services marketing literature by providing conceptual applications of corporate branding to educational institutions. The paper also examines how different stakeholders including staff, students, admissions officers and other related faculty and parents can be integrated to enhance the branding of education.
    [Show full text]
  • “A Conceptual View of Branding for Services”
    “A Conceptual View of Branding for Services” AUTHORS J. Charlene Davis ARTICLE INFO J. Charlene Davis (2007). A Conceptual View of Branding for Services. Innovative Marketing , 3(1) RELEASED ON Thursday, 08 February 2007 JOURNAL "Innovative Marketing " FOUNDER LLC “Consulting Publishing Company “Business Perspectives” NUMBER OF REFERENCES NUMBER OF FIGURES NUMBER OF TABLES 0 0 0 © The author(s) 2021. This publication is an open access article. businessperspectives.org Innovative Marketing, Volume 3, Issue 1, 2007 7 A CONCEPTUAL VIEW OF BRANDING FOR SERVICES J. Charlene Davis* Abstract One of the most valuable resources a business has is the reputation of its brands. While a signifi- cant body of research exists to guide marketers of physically tangible products in their branding efforts, little study has been given to branding in the services area. Given the significance of ser- vices to the global economy, this absence is noteworthy and worthy of further investigation. This paper provides justification for incorporating branding strategies in a services setting and services inclusion in branding research, along with a conceptual overview of how branding may be viewed in a services context. Key words: brands, branding, brand equity, services. Introduction How do consumers use brand names to purchase services? Why are consumers willing to pay a premium price for certain brands and not others? Stated differently, what utility do consumers of brand name products receive? Given the market indications that consumers are more value con- scious than ever, the phenomenon of paying a premium price for comparable quality due to the product's brand name would seem contradictory, but is well documented in the brand equity litera- ture (Aaker, 1991; Barwise, Higson, and Likierman, 1990; Bello and Holbrook, 1995).
    [Show full text]
  • The Role of Marketing Research
    CHAPTER 1 The Role of Marketing Research LEARNING OBJECTIVES After reading this chapter, you should be able to 1. Discuss the basic types and functions of marketing research. 2. Identify marketing research studies that can be used in making marketing decisions. 3. Discuss how marketing research has evolved since 1879. 4. Describe the marketing research industry as it exists today. 5. Discuss the emerging trends in marketing research. Objective 1.1: INTRODUCTION Discuss the basic types Social media sites such as Facebook, Twitter, YouTube, and LinkedIn have changed the way people and functions communicate. Accessing social media sites is now the number-one activity on the web. Facebook of marketing has over 500 million active users. The average Facebook user has 130 friends; is connected to research. 80 pages, groups, or events; and spends 55 minutes per day on Facebook. In 2011, marketers wanting to take advantage of this activity posted over 1 trillion display ads on Facebook alone. Facebook is not the only social media site being used by consumers. LinkedIn now has over 100 million users worldwide. YouTube has exceeded 2 billion views per day, and more videos are posted on YouTube in 60 days than were created by the three major television networks in the last 60 years. Twitter now has over 190 million users, and 600 million–plus searches are done every day on Twitter.1 Social networks and communication venues such as Facebook and Twitter are where consumers are increasingly spending their time, so companies are anxious to have their voice heard through 2 CHAPTER 1: The ROLe OF MARkeTIng ReSeAR ch 3 these venues.
    [Show full text]
  • The Components of Service Quality an Application to the Transportation Industry in Portugal Abstract
    THE COMPONENTS OF SERVICE QUALITY AN APPLICATION TO THE TRANSPORTATION INDUSTRY IN PORTUGAL ABSTRACT This research examines service quality perceptions in the transportation industry. First, it analyses the theory about service quality conceptualization. Then a modified SERVQUAL instrument is developed, and applied to the inter-city bus industry using as subject one of the largest Portuguese bus companies: Resende. The present investigation critically analyses SERVQUAL: an instrument that its authors - Parasuraman, Zeithaml, and Berry- want to be of general application. It determines the service quality dimensions of the bus industry, and quantifies Resende's service quality. Five service dimensions are identified: READINESStRELIABILITY, TRUST, COMFORT, SECURITY, and ACCESS. They are examined in terms of their impact of customers' overall quality perception and their willingness to recommend the firm to a friend. These variables are found to be affected heavily by two dimensions: trust and comfort. The present investigation's main conclusion is that SERVQUAL is a good starting base to quantify service quality, but it is neither of general nor of direct application. The SERVQUAL instrument would need some adjustments to fit each particular situation. Times have changed. Portugal is no longer predominantly a manufacturing nation. We are now in the midst of a new service economy, where personal relationships are becoming crucial and even more important than product performance. No marketing is needed if it simply means discounting. Sell services through quality. Perhaps no single word has appeared more often in services literature during the last 12 months than "quality". Designing and marketing high quality services is likely to be a strategic issue through the 1990s.
    [Show full text]
  • Service Branding: a Perspective of Value Co-Creation Orientation
    Journal of Service Science and Management, 2018, 11, 256-266 http://www.scirp.org/journal/jssm ISSN Online: 1940-9907 ISSN Print: 1940-9893 Service Branding: A Perspective of Value Co-Creation Orientation Tianze Li, Haiying Wei Department of Marketing, Management School, Jinan University, Guangzhou, China How to cite this paper: Li, T.Z. and Wei, Abstract H.Y. (2018) Service Branding: A Perspec- tive of Value Co-Creation Orientation. This paper gives a general thinking for service branding through the perspec- Journal of Service Science and Manage- tive of value co-creation orientation. Firstly, the paper reviews the background ment, 11, 256-266. of service branding from service marketing and product brand. And then the https://doi.org/10.4236/jssm.2018.112018 paper discusses the process of service branding in ways of different models. Received: March 9, 2018 The perspective of value co-creation orientation comes from S-D logic. Based Accepted: April 25, 2018 on the changing from goods dominant logic to S-D logic, service branding Published: April 28, 2018 process has been changed into different parts. We have a further discussion on this perspective and give some further research directions in order to Copyright © 2018 by authors and enrich this area. Scientific Research Publishing Inc. This work is licensed under the Creative Commons Attribution International Keywords License (CC BY 4.0). http://creativecommons.org/licenses/by/4.0/ Service Branding, S-D Logic, Value Co-Creation, Brand Building Open Access 1. Introduction Nowadays, brands play an indispensable role in marketing strategy and are in- creasingly regarded as valuable assets and sources of differentiation, especially for service companies.
    [Show full text]